Global retail execution for Thule
Customer
Industry
Time & place
Sweden
Project type
Description
Our mission with Thule is simple, yet demanding: to translate a strong global brand into local markets, without ever losing its soul.
We support Thule with everything from designing and producing individual displays to shaping complete store environments. We also develop retail guidelines covering everything from how displays are used to store layouts and lighting, making it easier to roll out the brand consistently across markets.
A roll-out process adapted for Thule
One of the biggest challenges when rolling out a global brand is maintaining consistency and quality across markets.
Our collaboration with Thule has evolved over the years, and we have adapted our process to fit their different needs.
Full-service store execution
For Thule-operated stores, we deliver the full package. We develop store layouts, manage the project, produce the necessary documentation and coordinate the build. Stores in Paris, London and Malmö are examples of this way of working.
By staying involved from early planning to on-site installation, we help ensure that the design intent, quality and brand expression are maintained while adapting to local conditions.
Support local execution
For partner stores and other markets where a local team handles the execution, our role is different. In these projects, we provide store layouts and documentation that local build teams can work from.
Because we know Thule’s displays and brand principles well, we can create layouts with clear customer flows, product focus and focal points, while giving local teams what they need to execute the concept.
Centralised display production and distribution
For the ongoing distribution of displays to retailers, we produce, pack and quality-check the finished units before shipping them to Thule’s central storage.
Together, these different ways of working allow us to adapt the roll-out process to how Thule operates in each market, while maintaining the same level of quality and brand consistency.
Design, function and form
Thule’s display philosophy is rooted in clarity and purpose. Clean, minimalistic surfaces and predominantly straight forms create the foundation.
The displays are designed to work together in different combinations, creating variation throughout the store while maintaining a consistent expression.
Combined with the muted colour palette of Thule’s products and the natural elements of the store concept, they create a calm and adventurous retail environment.
Functionality
Functionality and safety are at the heart of everything Thule does, and that mindset carries through into the display design.
One example is the child car seat display, designed to let customers interact with the product in a realistic context. By recreating the actual mounting situation, customers can better understand the product’s ease of use and safety before leaving the store
“The words i hear the most is: We’ll make it happen, and they really do” – Beatriz Ornelaz, Global Retail Concept Director
